Brand Guidelines
These guidelines ensure consistent and cohesive representation of our brand across all touchpoints. Use them to maintain our elegant, earthy aesthetic inspired by natural sophistication and timeless craftsmanship.
Fonts
We use a refined pairing of sans-serif and serif typefaces for clarity and elegance.
- Body Text: DM Sans
- Copy text: Standard/Regular weight
- Keywords/starters: Bold weight
- Headings & Other Elements: Cormorant Garamond
- Major titles: Uppercase
- Standard titles: Title case
- Subtitles: Title case; italics
Logos
Primary logo assets, variations, and usage rules are available in this shared folder: Logo Folder
Always use vector formats (SVG/PDF) for scalability. Minimum clear space: 1x logo height around all sides. Do not stretch, recolor, or add effects.
Brand Colors
Our palette draws from earthy tones evoking stone, foliage, and aged metals—warm yet grounded.
Palette
| Category | Color Name | Hex Code | Description |
|---|---|---|---|
| Primaries (anchor) | Stone Beige | #E5DED0 | Warm neutral base |
| Deep Green | #18291F | Rich, anchoring depth | |
| Charcoal | #212323 | Subtle, sophisticated gray | |
| Secondaries (accents) | Brushed Brass | #C9AB77 | Metallic warmth for highlights |
| Deep Umber | #6E5646 | Earthy brown for emphasis | |
| Sage/Olive | #A4B09F | Muted green for secondary UI | |
| Neutrals (surfaces & UI chrome) | Soft Off-White | #F7F5F2 | Clean, warm background |
| Warm Sand | #D8CEC0 | Soft mid-tone for sections | |
| Refined Taupe | #8D8378 | Muted divider and icon tone |
Usage & Ratios
- Layout Guideline: 70% lights (Soft Off-White/Stone Beige), 20% Deep Green/Charcoal, 10% accents (Brass/Deep Umber/Sage).
- Headings & Body: Deep Green for H1/H2, Charcoal for body text.
- CTAs: Brushed Brass on Deep Green; hover = lighten Brass ~10%.
- Emphasis Highlights: Deep Umber (use sparingly).
- Tags/Filters/Secondary UI: Sage/Olive on light backgrounds.
- Surfaces: Soft Off-White (pages), Warm Sand (cards/sections), Refined Taupe (dividers, icons, muted labels).
States & Messaging
| State | Background | Text Color | Notes |
|---|---|---|---|
| Success | Deep Green (tint 30–40%) | Deep Green or Charcoal | Confirmation messages |
| Info/Neutral Notice | Sage/Olive | Deep Green | General notices |
| Warning | Brushed Brass | Charcoal | Cautionary alerts |
| Destructive/Alert | Deep Umber | Soft Off-White or Charcoal | Short labels only |
Data Visualization (Series Order)
Use accents for data series; keep backgrounds in Soft Off-White/Warm Sand.
- Sage/Olive
- Deep Umber
- Brushed Brass
- Refined Taupe (for strokes/lines/axes)
Accessibility
- Body text contrast: ≥ 4.5:1.
- Safe Pairs:
- Charcoal on Soft Off-White / Stone Beige
- Deep Green on Soft Off-White / Warm Sand
- Brushed Brass or Deep Umber for accents only (not long text).
- Add underlines on links when color contrast is borderline.
Print Guidance
Prefer uncoated, warm-tone stocks for a tactile feel.
CMYK Builds (Approximate):
| Color Name | CMYK Equivalent | Notes |
|---|---|---|
| Deep Green | 85/55/70/70 | Adjust for paper absorption |
| Charcoal | 70/60/60/75 | |
| Brushed Brass | 25/35/60/10 | |
| Deep Umber | 0/22/36/57 | |
| Sage/Olive | 35/15/35/10 | |
| Warm Sand | 15/15/25/0 | |
| Soft Off-White | 2/3/6/0 | |
| Refined Taupe | 35/35/40/25 |
Always request a press proof and adjust per stock.
Component Rules (Examples)
- Buttons:
- Primary: Brass fill, Soft Off-White text on Deep Green background sections; or Brass on Beige with Deep Green text.
- Secondary: Sage outline on light surfaces; text in Deep Green.
- Cards: Warm Sand background, 1px Taupe border, headings in Deep Green, body in Charcoal.
- Badges/Chips: Sage fill (default), Deep Umber (urgent/critical), Brass (premium).
Parked Options (Use Only If Needed)
These are reserved for specific scenarios—avoid unless essential.
- Warm Taupe — #B39B8A When to use: As a fourth neutral for large card backgrounds in very content-heavy layouts. Note: Keep contrast with body text ≥ 4.5:1.
- Warm Ochre — #C8973D When to use: Print or hero accents where extra punch is needed. Note: Use instead of Brushed Brass in that context, not alongside it.
Standard Bases
- Pure White — #FFFFFF (for absolute highlights)
- Pure Black — #000000 (for fine lines or print only)